Name of campaign: “Oh No! There Goes a Potential Revenue Stream!”
Launch date: April 2010
Creative credits: Client project team: exec VP-product and marketing: Ken Schafer; VP-marketing: Michael Goldstein; director-marketing: Le Quan Truong; marketing manager: Mou Mukherjee; communications coordinator: Taylor Biggin; RobotJohnny, creative designer: John Martz; Happy Worker, producer of materials: Kris Schantz & Shirley Yee; Letter & Bellyband creative: design director: Jason Caldeira; creative director: Jim Beatty; brand strategist: Ravi Pimplaskar
Why we liked it: The first step to an effective direct mail campaign is getting the target to open up the box. In this case, the Tucows/Open SRS box is brown and appears to be wrapped in string; it's quite enticing, in a retro sort of way. It's even better when the box is opened. OpenSRS' goal was to interest customers involved in building the next-generation Web to visit the company's booth at the Web 2.0 trade show. OpenSRS, which enables the management of domain names and email, presents itself as a service-oriented company. In the box was a small action figure—a “service guy” harkening back to the 1950s who wears a starched white uniform and cap. A toy wrench included in the box could be placed in one hand and a to-do list in the other. We'd bet that this “service guy” still stands, wrench and to-do list in hand, on the desks of OpenSRS' prospects, which strikes us as enduring branding.